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dc.contributor.authorLai, Wen-Hsiangvi
dc.contributor.authorVinh, Nguyen Quangvi
dc.description.abstractInternet is commonly accepted as an important aspect in successful tourism promotion as wellas destination marketing in this era. The main aim of this study is to explore how online promotion and its influence on destination awareness and loyalty in the tourismindustry. This study proposes a structural model of the relationships among online promotion (OP), destination awareness (DA), tourist satisfaction (TS) and destination loyalty (DL). Randomly-selected respondents from the population of international tourists departing from Vietnamese international airports were selected as the questionnaire samples in the study. Initially, the exploratory factor analysis (EFA) was performed to test the validity of constructs, and the confirmatory factor analysis (CFA), using AMOS, was used to test the significance of the proposed hypothesizes model. The results show that the relationships among OP, DA, TS and DLappear significant in this study. The result also indicates that online promotion could improve the destinationloyalty. Finally, the academic contribution, implications of the findings for tourism marketers and limitation are also discussed in this
dc.relation.ispartofseriesAdvances in Management & Applied Economics;Volume 3, Issue 3, Page 15 -30, 2013vi
dc.subjectOnline promotionvi
dc.subjectDestination awarenessvi
dc.subjectTourist satisfactionvi
dc.subjectDestination loyaltyvi
dc.subjectViet Nam Tourism Industryvi
dc.titleOnline Promotion and Its Influence on Destination Awareness and Loyalty in the Tourism Industryvi
Appears in Collections:Economic development

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